BMM4113 - Digital Marketing Fundamentals

Objectives:

Assessment tasks are designed to enable students to demonstrate the Learning and Employability outcomes for the relevant level of study. Level Learning Outcomes are embedded in the assessment task(s) at that level. This enables a more integrated view of overall student performance at each level.

Content:

The module provides you with a basic introduction to the marketing environment, the marketing mix, marketing management, and the role of marketing in a global society. This course provides you with an overview of some of the fundamental issues in marketing, including the marketing concept contrasted with alternative business philosophies, organisational and operational consequences of being customer-centered, the use of marketing research, market analysis, segmentation, targeting and positioning theory and practice. You also study marketing mix elements: product/service, price, promotion and place, service and retail marketing in theory and practice, as well as e-commerce, Adwords, and other developments in technology as they impact on marketing theory.

Learning and Teaching Information:

Workshops
Hours: 40
Intended Group Size: 50

Tutorials
Hours: 5
Intended Group Size: 1

Guided independent study
Hours: 255

Further details relating to assessment
On-line tests: 45 % of this module based on regular (bi-/weekly) assessed on-line quizzes. All students in the cohort will be provided with an access key to the Connect e-learning platform (McGraw Hill). This will give them access to an e-copy of the text book plus a schedule of pre-assigned e learning resources, self-study sections and assignments designed to facilitate learning.

Group presentation: 25% of the mark for this module is a group presentation; students will present a case study of multi-channel digital marketing, extrapolating three elements of best practice or recommendations for digital marketers.

Digital Skills Accreditation: to encompass an industry body qualification equivalent to 30% of the module weighting. For example OMCA (if funded) or Twitter Flight School Video badge (no funding needed), or Google Adwords.

Formative assessment: as part of this module, and in preparation for programme level assessment, student multi-disciplinary teams will be formed. Team challenges will be set mid-module and on the basis of team performance and dynamics, a formative feedback will be provided both on the context and effectiveness of team work.

Alternative assessment: for students deferring or re-sitting group presentation (25%), an alternative method of assessment will be used – Medium Blogpost (1,500 words).

Assessment:

001 7 online tests; 30 mins each; semester 1 45%
002 Presentation; 10 mins + viva; end of semester 2 25%
003 Digital Skill Accrediation; 2000 words equiv; end semester 2 30%

Fact File

Module Coordinator - Liz Cable
Level - 4
Credit Value - 30
Pre-Requisites - NONE
Semester(s) Offered - 4YL

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